Jeroninio Almeida, founding director of iCONGO, Indian Confederation of NGOs, has released “Ideas For Action”, a film challenging the advertising industry’s fixation on award-winning social responsibility campaigns. In 2003 Almeida and associated started the #Page3 and #FTVstyle campaign to sensitize journalists and media about paying attention to real issues and not just socialites. This year they endeavour to influence the #Cannes #LionsAward organisers to have festivals and awards more often so that advertising folks create public service campaigns with the right intent and more #sensitivity for social issues throughout the year.
TWC2 (Transient Workers Count Too), an advocacy group in Singapore, has partnered with Ogilvy Singapore to run a controversial awareness-raising advertising campaign, “Mums and Maids”. Launched to coincide with International Workers’ Day, or Labour Day, on May 1, the campaign is designed to urge employers of domestic workers to grant them a weekly day off. The commercial at the centre of the campaign brings together a selection of mothers and the maids who look after their children, comparing their awareness of their children’s aspirations and everyday lives. The ad points viewers to the site igiveadayoff.org where employers are able to check out the facts and pledge their commitment to giving domestic workers their legal days off.
Coca Cola has released “Man and Dog”, an animated commercial featuring a man and dog walking through a rainy park. The ad uses hand drawn animation to present two perspectives on the world, that of a bleary eyed man in need of a wake up, and a dog who experiences the world with all its senses. “With a little help from his best friend and a bottle of Coke, one man discovers that a change in perspective can make all the difference in the world”.
Fashion Revolution, a global network focused on fair trade clothing, marked Fashion Revolution Day this year with an interactive booth in Berlin. On April 24 it was two years since the collapse of the Rana Plaza garment factory on the outskirts of Dhaka, Bangladesh, killing 1129 workers. A turquoise vending machine was placed in the middle of Alexanderplatz in Berlin promoting a bargain, “T-Shirts only 2 Euros”. Insertion of 2 Euros led to a video being played showing the realities behind the scenes in which women and children sew in textile factories without a break. They are paid only 13 cents per hour in addition to working under life-threatening conditions. After 20 seconds an option appears on the display: ‘Buy or Donate’. Consumers are faced with a decision. Do you really want to buy the t-shirt? Or would you rather donate the 2 Euros?
Seattle International Film Festival (SIFF) is running “BE WATCHING”, a promotional campaign examining the delineation between surveillance and voyeurism. Starting with the :60 “Be Watching” trailer, the 2015 campaign invites moviegoers to reclaim their sense of agency and become the watchers instead of the watched. Stylized design elements evoke communist propaganda while illustrating the idea that films let us spy on strangers’ lives – legally. With over 400 films screened throughout the three-week festival, the trailer uses classics like ‘Blue Velvet’ and recent hits like ‘Boyhood’ to show that SIFF is the perfect opportunity to experience the exhilarating rush of seeing the world through someone else’s eyes. The SIFF Be Watching campaign also includes bumpers, print, outdoor, and other assets.